Birds Eye
Impact Area
Commitment
4 year commitment
Birds Eye, America’s leading vegetable company, committed to launching a three-year effort to encourage kids to look at vegetables in a whole new way.
As a PHA partner, Birds Eye committed to dedicating at least $2 million per year for three years to marketing and advertising efforts that encourage children to enjoy and consume vegetables. These funds were to support a GenVeg consumer marketing campaign that speaks directly to kids, in the voices of kids.
In 2012, the GenVeg campaign went live, appearing on Nickelodeon’s live-action series, iCarly. Additional media channels for the GenVeg campaign included: TV, radio, digital, print, in-store and retailer-specific campaigns, as well as other communication vehicles. Birds Eye also committed to conducting a three-year program to distribute at least 50 million coupons tied to the GenVeg campaign encouraging children to discover the wonder of vegetables.
Adding to the commitment, Birds Eye promised to invest in product innovation to bring to market at least two new kid-inspired vegetable products. Each of the new Birds Eye products must meet 2010 US Dietary Guidelines, and the company will introduce these products to retailers nationwide.
Several studies show price reductions, through discounts, coupons, etc., can positively affect consumer demand for and consumption of healthy foods
Our Work In Motion
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Cooking Light Presents the Great American School Lunch Challenge
The Partnership for a Healthier America (PHA), which works with honorary chair First Lady Michelle Obama and the private sector to end the childhood obesity crisis, today announced the return of its annual cook-off, presented by Cooking Light, at the Building a Healthier Future Summit.
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Birds Eye and Novo Nordisk to Sponsor Partnership for a Healthier America’s Building a Healthier Future Summit
PHA, which works with the private sector to end the childhood obesity crisis, today announced that Novo Nordisk and Birds Eye have signed on as sponsors of the 2013 Building a Healthier Future Summit, held March 6 to 8, 2013, at the Grand Hyatt in Washington, D.C.
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Birds Eye Supports Summit as Premier Sponsor
Birds Eye, a leading producer of vegetables joins experts from government, industry, academia and nonprofits to address the childhood obesity epidemic at PHA's 2014 Summit.
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TXT 2 SAVE $$: New Nutrition EducationText Messages to Reach Families in Need
Birds Eye®, a brand of Pinnacle Foods, together with PHA and Share Our Strength launched a new texting program to help low-income Americans, many of whom are recipients of the Supplemental Nutrition Assistance Program (SNAP), get the tools and information they need to make healthier choices.
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Birds Eye, America’s Leading Vegetable Company, Joins Partnership for a Healthier America in the Fight Against Childhood Obesity
PHA announced that Birds Eye, America’s leading vegetable company, is launching a three-year effort to encourage kids to look at vegetables in a whole new way.
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Nickelodeon Star Jennette McCurdy Leads New Campaign to Help Families Rewrite the House Rules on Dinner Time and Put Play on the Plate
Nickelodeon’s Sam & Cat star Jennette McCurdy is on a mission to put the play back on the plate. She’s teamed up with Birds Eye Vegetables for a multi-week challenge for families to seize the fun and Rewrite the Dinnertime Rules leading up Nickelodeon’s 10th annual Worldwide Day of Play this fall.
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Budget Friendly Meal Planning Tips to Start the School Year Right
Living on a budget and looking for ways to reduce food expenses while still enjoying tasty, healthy meals is something many of us struggle with daily. Read a few quick tips and strategies that will have you shopping like a pro in no time.